Search Engine Marketing is one of the most misunderstood marketing acronyms, and often confused with Search Engine Optimization (which is actually a small fragment of SEM).
With so much information about Search Engine Marketing available, it can be hard to distinguish what is fact and what is fiction.
So today I’m busting the top 10 myths I hear the most frequently about Search Engine Marketing.
Myth #1: Search Engine Marketing doesn’t work
Search was the biggest component of digital marketing revenue in 2015, and when you include mobile search, equates to almost 50 per cent of all digital marketing revenue.
This tells us that companies are investing more of their budget on search than any other digital marketing channel. With consumers moving into an ‘always-on’ digital age and an increasingly heavier dependence on mobile, search engine marketing dominates as one of the most cost-effective methods to getting your business in front of the right target audience at the right time.
If you are still skeptical, it’s worth considering why successful brands and new disruptors continue to invest billions into it year-on-year, more than any other digital channel.
Myth #2: My Search Engine Marketing is at capacity
carefully considered every setting in your campaign, and how each one affects the other?
investigated every possible keyword that could deliver valuable traffic?
adjusted all your bids to account for changes in competition, time of day, seasonality and a plethora of other factors that impact any given bid auction?
stumbled onto the perfect ad creative, landing page and conversion funnel combination that guarantees 100 per cent conversion rate?
re-done all of this every hour or two because a lot has changed since you last checked?
and the other long list of tweaks needed to optimize your campaigns?
Oh, you have? Okay, I fully agree that your campaigns can’t get any better.
For the last few years, we’ve heard nothing but grandiose declarations of how important content marketing is and what really should be the driving force behind SEO campaigns.
Content is king, right?
Yes, 100% true. But just because content rules, that does not mean that all content is created equally or that every single bit is worth doing. Be sure you’re focusing your time and effort on what to do, instead of what not to do.
Do yourself (and your marketing budget) a favor and stop wasting time on these outdated content marketing practices right now.
1. STOP Writing News feed Articles – It’s Just Not “Fresh” Content
I get it, I really do: When you look at your news feed and haven’t posted anything in a couple of weeks or even months *gasp* you start feeling that bottomless pit of anxiety in the very bottom of your belly. You know, that little voice that sounds suspiciously like Matt Cutts saying “hey, buddy, if you don’t post something right away people are going to think your blog is dead and Google’s going to be highly disappointed.”
There’s a degree of truth in that. A news feed that hasn’t been updated in months absolutely gives the impression of an inactive website, but it’s crucial that you don’t just start publishing articles for the heck of it – and there are all sorts of reasons why.